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Tour Guiding Series
Cultural tourism
Dr. Nimit Chowdhary
Professor
Indian Institute of Tourism
and Travel Management
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Tour Guiding Series
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Tour Guiding Series
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Tour Guiding Series
Googled “Taj”
7,330,000
Why do so many people travel
thousands of miles to visit Taj?
Why are you so...
5
Tour Guiding Series
Tourism is edutainment!
“Learning and knowing is a basic
human need”
This is education!
6
Tour Guiding Series
Education is two things!
Knowing
and
Realizing
7
Tour Guiding Series
Realizing “atma-sadh”
• Tourism is a lifestyle product
• It is experience
• It is understanding
• Mu...
8
Tour Guiding Series
What is culture?
• There are more than 160 definitions of
culture
• “Communicable knowledge, learned...
9
Tour Guiding Series
What is culture?
• “ The collective programming of the mind
which distinguishes the members of one
g...
10
Tour Guiding Series
Cultural orientations
The cultural orientation of the society
reflects the complex interaction of ...
11
Tour Guiding Series
Culture
“Culture is how an individual relates
to the world around him/her”
12
Tour Guiding Series
Artifacts
Values and
Beliefs
Underlying
assumptions
A. Products; and
B. Behaviours
Readily observab...
13
Tour Guiding Series
Cultural Dimensions
People’sPeople’s
Relationship toRelationship to
NatureNature
IndividualismIndiv...
14
Tour Guiding Series
Six questions of your existence
Who am I?
How do I see the world?
How do I relate to other
peopl...
15
Tour Guiding Series
Cultural tourism is the form of
tourism concerned with a country or
region's arts and culture. It g...
16
Tour Guiding Series
Cultural tourism is a genre of special
interest tourism based on the search for
and participation i...
17
Tour Guiding Series
A glimpse of American cultural
tourist
• In 2007, 103 million Americans included at
least one cultu...
18
Tour Guiding Series
'Cultural tourism' (or culture tourism) is the
subset of tourism concerned with a country or
region...
19
Tour Guiding Series
Tourists’ Limitations
• Time
• Resources
• Access to life in host community
• Selective perception!
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Tour Guiding Series
What is my role as a tourism
professional?
• Not just to tell
• Help them understand and feel
• Cre...
21
Tour Guiding Series
How do I put this all together?
Quality management is all activities
achieved to satisfy the needs ...
22
Tour Guiding Series
Tourist buys
Advice, information, sales
knowledge, ease of
booking, price, etc.
Tourist prepares fo...
23
Tour Guiding Series
Pre visit image/
message
Pre visit
information
Making booking
Journey to
destination
Eating (cuisin...
24
Tour Guiding Series
Cultural tourism strategy
• Recognize and appreciate cultural assets
• Showcase culture
• Tangibili...
25
Tour Guiding Series
Cultural tourism strategy
• Bring in community to be part of tourism
experience
• Provide genuine i...
26
Tour Guiding Series
27
Tour Guiding Series
28
Tour Guiding Series
29
Tour Guiding Series
30
Tour Guiding Series
31
Tour Guiding Series
32
Tour Guiding Series
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Tour Guiding Series
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16 cultural tourism

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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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16 cultural tourism

  1. 1. 1 Tour Guiding Series Cultural tourism Dr. Nimit Chowdhary Professor Indian Institute of Tourism and Travel Management
  2. 2. 2 Tour Guiding Series
  3. 3. 3 Tour Guiding Series
  4. 4. 4 Tour Guiding Series Googled “Taj” 7,330,000 Why do so many people travel thousands of miles to visit Taj? Why are you so busy going about places at 45 o C?
  5. 5. 5 Tour Guiding Series Tourism is edutainment! “Learning and knowing is a basic human need” This is education!
  6. 6. 6 Tour Guiding Series Education is two things! Knowing and Realizing
  7. 7. 7 Tour Guiding Series Realizing “atma-sadh” • Tourism is a lifestyle product • It is experience • It is understanding • Multidimensional • Conceptual • 10% tangible 90% abstract • It’s a challenge!!
  8. 8. 8 Tour Guiding Series What is culture? • There are more than 160 definitions of culture • “Communicable knowledge, learned behavior passed on from generation to generation” • “An Integrated system of learned behavior patterns that are distinguishing characteristic of the members of a given society”
  9. 9. 9 Tour Guiding Series What is culture? • “ The collective programming of the mind which distinguishes the members of one group or category from those of another” • “Something that shapes behavior or structures one’s perceptions of the world.”
  10. 10. 10 Tour Guiding Series Cultural orientations The cultural orientation of the society reflects the complex interaction of values, attitudes, and behaviors displayed by its members. Individuals express culture and its normative qualities through the values that they hold about life and the world around them (Adler 1997)
  11. 11. 11 Tour Guiding Series Culture “Culture is how an individual relates to the world around him/her”
  12. 12. 12 Tour Guiding Series Artifacts Values and Beliefs Underlying assumptions A. Products; and B. Behaviours Readily observable, but hard to interpret Cultural elements include: anecdotes, arts, ceremonies, communications, heroes, habits, jargon, language, myths , norms, physical arrangements, rituals, ceremonies, dresses, crafts, etc. Not directly observable, but can be distilled from how people explain and justify what they do Cultural elements include: cognitive process, beliefs, commitment, ethics, feelings, values, ideologies, justifications, vision, knowledge, sentiments, etc. Foundation of culture that is so widely shared that people are largely unaware of them Cultural elements include: assumptions, consensus, ideologies, mindset, philosophy, world view, etc. Understanding culture
  13. 13. 13 Tour Guiding Series Cultural Dimensions People’sPeople’s Relationship toRelationship to NatureNature IndividualismIndividualism versusversus CollectivismCollectivism Time OrientationTime Orientation ActivityActivity OrientationOrientation Degree ofDegree of FormalityFormality LanguageLanguage ReligionReligion
  14. 14. 14 Tour Guiding Series Six questions of your existence Who am I? How do I see the world? How do I relate to other people? What do I do? How do I use space? What is my time orientation?
  15. 15. 15 Tour Guiding Series Cultural tourism is the form of tourism concerned with a country or region's arts and culture. It generally focuses on traditional communities who have diverse customs, unique form of art and distinct social practices, which basically distinguishes it from other types/forms of culture.
  16. 16. 16 Tour Guiding Series Cultural tourism is a genre of special interest tourism based on the search for and participation in new and deep cultural experiences, whether aesthetic, intellectual, emotional, or psychological" (Stebbins 1996).
  17. 17. 17 Tour Guiding Series A glimpse of American cultural tourist • In 2007, 103 million Americans included at least one cultural, arts, heritage or historic activity or event while traveling. • Historic/cultural travel is up 13% from 1996, increasing from 192.4 million person-trips to 252 million person-trips in 2007. • Cultural travelers spend more: $641 vs. $467. • Cultural travelers will use a hotel, motel, or bed & breakfast: 62% vs. 56%. • Cultural travelers travel longer: 5.1 nights vs. 3.4 nights. • Cultural travelers travel by air: 22% vs. 18%. Source: National Assembly of State Arts Agencies and polls by Louis Harris, Inc., the Travel Industry Association of America and Decima Research.
  18. 18. 18 Tour Guiding Series 'Cultural tourism' (or culture tourism) is the subset of tourism concerned with a country or region's culture, especially its arts. • in urban areas, particularly historic or large cities and their cultural facilities such as museums and theatres. • in rural areas showcasing the traditions of indigenous cultural communities (i.e. festivals, rituals), and their values and lifestyle. A narrow definition of cultural tourism
  19. 19. 19 Tour Guiding Series Tourists’ Limitations • Time • Resources • Access to life in host community • Selective perception!
  20. 20. 20 Tour Guiding Series What is my role as a tourism professional? • Not just to tell • Help them understand and feel • Create – Right context – Image • Facilitate learning!
  21. 21. 21 Tour Guiding Series How do I put this all together? Quality management is all activities achieved to satisfy the needs of a customer…tourist in this case! Quality management!
  22. 22. 22 Tour Guiding Series Tourist buys Advice, information, sales knowledge, ease of booking, price, etc. Tourist prepares for visit Visa, internet, information, etc. Promise promoted Image, sounds, language, etc. Tourist travels and arrives Airport, airline, immigration, forex, transfers and transport, etc. Tourist returns Airport, taxes, CRM, regular communication, etc. Tourist experiences Attractions, service levels, shopping, accommodation, food, friendliness, roads, transport, infrastructure, safety, environment, etc. Tourism supply chain
  23. 23. 23 Tour Guiding Series Pre visit image/ message Pre visit information Making booking Journey to destination Eating (cuisine) Staying (accommodatio n) Information in destination Initial welcome Attractions and amenities (built attributes) Infrastructure and environment Farewell and return journey After visit contact and memories Tourist (experience) value chain
  24. 24. 24 Tour Guiding Series Cultural tourism strategy • Recognize and appreciate cultural assets • Showcase culture • Tangibilise intangibles • At each stage of tourist value chain bring in authentic cultural interventions • Preserve heritage structures • Sensitize community (to preserve and participate and reap economic benefits)
  25. 25. 25 Tour Guiding Series Cultural tourism strategy • Bring in community to be part of tourism experience • Provide genuine interpretation • Allow for adaptations • Preserve cultural elements (both physical and ephemeral) • Develop cultural tourism products (Create seamless value chain of cultural experiences)
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